Mitzvas Yibum

ויאמר יהודה לאונן בוא אל אשת אחיך ויבם אותה   ע והקם זרע לאחיך. וידע אונן כי לא לו יהיה הזרע ה

The Ramba"n says that according to rash"i the son is called "על שם המת". He then goes on for a long time explaining how important this commandment is.

Seemingly אונן wanted his own identity have you realized that if he married this woman he would not have his own identity he would have his brother's identity and he wanted to have his own identity so much that he would not marry her

Now if we look in מגילת רות at the גואל. He too would not marry רות because of the same reason, he wanted his OWN identity and not assume someone else's identity.

That גואל became known forever as "פלוני אלמוני" The Man With No Name. because he would not do יבום and wanted his own identity... he forever and ever is the man with no identity. Measure for measure,  מדה כנגד מדה. 

The first person who wouldn't do יבום because, as he states, he didn't want his brother's identity but rather his own, was called אונן, Mr  Anonymous. As per etymonline:

from Greek anonymos "without a name," from an- "without" (see an- (1)) + onyma, Æolic dialectal form of onoma "name" (from PIE root *no-men- "name").

from Ancient Greek ᾰ̓νώνῠμος (anṓnumos, “without name”), from ᾰ̓ν- (an-, “un-”) with ὄνῠμᾰ (ónuma), Aeolic and Doric dialectal form of ὄνομᾰ (ónoma, “name”).

אונן just like פלוני אלמוני, ended up, forever, known as "The Man without the name"